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Domestic new energy vehicles are gradually becoming one of the trends in the future development of the automobile industry, so more and more automobile brands begin to lay out this field. Recently, Dongfeng Motor, one of the four major automobile groups in China, announced that another high-end new energy off-road brand will be born soon. According to Dongfeng Motor report, Dongfeng Motor official said: Dongfeng high-end new energy off-road vehicle project namely Dongfeng M business department was officially established, it is understood that this is another high-end electric brand created by Dongfeng Motor after the high-end new energy vehicle brand Lantu, according to the official statement, this brand will fill the domestic high-end new energy off-road vehicle market gap.

From the current official release of a preview map to understand, One of the renderings written with the words "Warrior","Warrior" is Dongfeng's a classic hard-line off-road vehicle, Industry personage said, Do not rule out the future Dongfeng will use this classic SUV model name to name the brand, And with the model name to name the brand name is not what special practice, Before Volkswagen Jetta independent brand is also in accordance with this practice.

Regarding the positioning and theory of the brand, according to Dongfeng Motor Report, the brand is positioned as a high-end new energy off-road brand, oriented to personalized high-end user groups, and develops a brand-new MORV electric off-road vehicle platform with the brand concept of "Fearless·Conquest". As for the project planning, Dongfeng Motor announced that the construction of the new project factory has been started on January 18. The project covers an area of 485 mu, including advanced intelligent manufacturing center, off-road base, headquarters office and commercial exhibition center; With a total construction area of 96,000 square meters, supporting facilities such as welding workshop, coating workshop, assembly workshop, test center and experience center, off-road experience track and test track will be newly built; The planned production capacity of the project is 100,000 vehicles, which is planned to be put into production in 2023.

In fact, Dongfeng Motor's M division was established as early as last year. Before last year's Shanghai Auto Show, Dongfeng Motor Group had released a plan called "Dongfang Fengqi", which proposed to strengthen the differentiated layout in the field of autonomous passenger vehicles, focusing on building Lantu Automobile, Dongfeng Fengshen and high-end electric off-road brands. Among them, Lantu is positioned as the leading brand of zero-anxiety high-end intelligent new energy; Dongfeng Fengshen, as the main force of Dongfeng independent passenger cars, is positioned as the mainstream science and technology driving fun brand, while M brand is endowed with three elements: pure off-road + pure electric + high-end customization, focusing on the high-end off-road market.

In fact, Dongfeng Motor has a layout in the field of off-road vehicles. Dongfeng established Dongfeng Off-road Vehicle Co., Ltd. as early as 2002 and produced "Mengshi" series of high-mobility military and civilian off-road vehicles. According to earlier media reports, Dongfeng M business unit's first model is likely to be pure electric version of the warrior, estimated price between 600,000 yuan-700,000 yuan, future positioning electric high-end off-road "M" will be standard tank brand.

For the establishment of Dongfeng M Business Department, You Zheng, member of the Standing Committee of the Party Committee and Deputy General Manager of Dongfeng Company, said: "Dongfeng high-end new energy off-road vehicle project will be built into a high-end off-road culture disseminator and leader integrating automobile R & D, design, intelligent manufacturing, high-end customization, off-road experience and service ecology."

According to public information, at present, Dongfeng Motor Group has four brands with independent operation, namely Dongfeng Fengshen, Dongfeng Fengguang, Dongfeng Fengxing and Dongfeng Lantu. Among these four brands with independent operation, except Lantu brand is mainly devoted to high-end new energy market, the other three brands are mainly positioned in low-end market.

Specifically speaking, there are 8 models under Dongfeng Fengshen on sale, among which the sales volume of Dongfeng Fengshen Yixuan in December 2021 is 7165, the sales volume of Dongfeng Fengshen E70 is 3762, and the sales volume of Dongfeng Fengshen AX7 is 2562. The overall performance is average.

Dongfeng Lantu, as a high-end new energy brand of Dongfeng Motor, launched its first model Lantu FREE on June 19,2021. The new car launched two power models, pure electric version and extended range version, with the price of 333,600 yuan and 313,600 yuan respectively. According to the latest data, Dongfeng Lantu FREE sold 3330 vehicles in December 2021.

According to the official plan, Dongfeng Motor will realize 100% electrification of brand-new models of main passenger car brands in 2024, and by 2025, the sales volume of Dongfeng commercial vehicles, autonomous passenger vehicles and new energy vehicles will reach 1 million respectively. As for the official pointed out that "Dongfeng's high-end new energy off-road brand will fill the gap in the domestic high-end new energy off-road vehicle market", in terms of the current development of the domestic market, the tanks owned by Great Wall Motor have occupied the dominant position in the domestic civil off-road vehicle market, and BYD is also planning to launch high-end hard-core new energy off-road vehicle models.

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